When conducting soft-text publicity for drug advertisements, the title of the advertisement must be novel and unique, just like the "button" in a storytelling book. It must arouse strong interest in people and make people want to stop and must reveal the answer. For example, the advertisement title of a myopia treatment device "I smashed the TV" is very novel. The copy explains it by telling the child that watching TV leads to myopia, causing the mother to get angry and smash the TV, thus bringing out the product. One of the biggest taboos in pharmaceutical advertising is reasoning. Because the vast majority of consumers do not understand medical knowledge, making professional and rational appeals to them is tantamount to playing tricks on an ox. Some drug advertisements often use some "expert-looking" people to explain the product, that is, rational appeals. As a result, it wastes advertising time and makes most people unable to understand it, or uses too many professional words to describe the product in newspaper advertisements. , these rational appeals are undesirable in pharmaceutical advertising applications.
Emotional appeals are more attractive than rational appeals. Drug advertisements cleverly integrate the dangers of disease, embarrassment of life, and product effects. The copywriting is full of interest, the language is vivid, and there is a storyline. Reading the advertisement is like reading a novel, which effectively enhances the affinity of the advertisement. At the same time, through novel, humorous and even absurd stories, and the use of life-situation sketching techniques, a broad communication effect can be achieved to a certain extent, so that the advertising effect is not only limited to the direct audience, but can also form secondary communication or even multiple communication. These emotional appeals can prevent the audience from diverting their attention as soon as they see ads with rational appeals. Storytelling ads must first stick to the title and the product. The plot must originate from the pathology and return to the product. The entry point should be accurate, the theme should be prominent, the plot should be less foreshadowing, and the key points should be grasped to make appeals. Secondly, the storyline must be real and readable, and the details of life that people are most familiar with can be selected. Third, the language should avoid rigidity and too many professional terms. Try to use life-oriented language as much as possible, and use words that consumers are familiar with, such as "the belly has three folds when it sits" for a certain weight loss product. You can also consider using dialects to increase the affinity of your ads.
The principle of “concrete analysis of specific issues” should be followed. Factors such as regional market characteristics, media, and competitive environment should be considered. Diseases that are prone to embarrassing phenomena in life are often more suitable for creating story-telling advertisements. Direct and vivid reproduction of scenes will make target consumers feel as if they are actually there. For example, a certain hair loss product’s statement “If your hair falls out, your marriage is gone” expresses the patient’s embarrassment. When White and Black was launched, it was already late 1994, later than Contech, which entered China in 1989, and Tylenol, which entered China later in 1993.
The mother angrily took out the real Starsup capsule and corrected her son's mistake. The advertisement was quickly broadcast on CCTV. For a time, the "Four Uncles" became a household name and occasionally became a "humorous" topic for people after dinner. Starshu's brand awareness was unknowingly established nationwide.
After completing the increase in popularity, Starshu immediately turned to complaining about symptoms, summarizing all gastric problems as "stomach acid, stomach bloating, and stomach pain" and listed the three major symptoms, telling people that stomach acid and stomach bloating , Stomach pain should be treated with Starshu, which is a more plain expression. But even this unpretentious appeal is simple, direct and practical. The new edition features the advertisement "Stomach Chapter". Through rich imagination, humorous characters, and exaggerated action design, Starshu's selling points: "stomach pain, acidity, and bloating" are reinterpreted. The "two-step" strategy has made "Starsu" a success, making it once ranked first in the sales of domestic gastrointestinal drugs. In recent years, it has also been competing with Xi'an Janssen's Motilium and Jiangzhong Pharmaceutical. Jianweixiaoshi tablets have become the top three in the stomach medicine market.
The success of StarShu has once again verified: "Consumers hate advertising and hate products are two different things." The advertising is really "vulgar" and even unbearable, but the product is really selling well.
Although Xiu Xiu Pharmaceutical believes that Starsu’s popularity is due to advertising, advertising is not the decisive factor in Starsu’s success. It is the result of the company's hard work on internal strength. But "very creative advertisements have great sales", this has been recognized as the golden rule of OTC product sales, and it is naturally fully reflected in Starshu. Modified Pharmaceuticals has firmly established the concept of "stomach pain, acidity, and bloating, use Starzox quickly" in the minds of consumers, which is naturally due to advertising. Otherwise, no matter how professional the marketing team is and no matter how good the promotion activities are, it will be impossible for the product to quickly achieve a qualitative leap. Golden Throat's marketing strategy is often criticized by experts in the industry, either for its unpretentious advertising slogan that has remained unchanged for ten years, "Protect your throat, please use Golden Throat", or for Ronaldo's advertising Some are unnecessary and extremely poorly shot.
Golden Throat does not seem to be outstanding in terms of marketing methods. It may be surprising to use Golden Throat as a classic case here, but it can achieve annual sales of 600 million and With a market share of 30%, it has become the absolute No. 1 brand of throat protection products. In terms of its performance, it is fully qualified. Moreover, Golden Throat's performance is not based on the advantage of entering the market earlier like some products. When it was first launched, it faced strong opponents such as Jiangzhongcao Coral Lozenges, but in the end it "not only surpassed itself, but also surpassed itself." Surpassing the predecessors", which really makes some people in the industry feel "confused". But the author believes that Golden Throat Throat Bao can achieve such results mainly for the following reasons:
First, the product has a good name. "Golden Throat" can be said to be both elegant and popular, and easy to remember. It should be the best name among similar products. Many consumers immediately think of Golden Throat when mentioning throat problems. This innate advantage allows it to catch up from behind. One of the reasons.
Secondly, Golden Throat Throat Treasure should be considered a good product. This is due to the fact that on the one hand, throat diseases are easier to respond to and get product support; on the other hand, its designers still put a lot of thought into the product design at the beginning: the throat lozenges at that time were all made of pressed medicated powder, and they were ready to go as soon as they were sucked. It dissolves, and it is difficult to maintain the effect of the medicine in the throat for a long time. The lozenges are generally small but the dosage is insufficient. For those with acute pharyngitis or throat discomfort, if a large amount of medicine is not used, the effect will be slower, and throat lozenges have no treatment. effect. In this way, there is a gap between the two types of products. Golden Throat Houbao discovered this gap and launched an intermediate product.
Thirdly, competing products also did not perform well. We can criticize Golden Throat's marketing for not being good enough, but on the other hand, similar products seem to be lackluster, and few perform better than Golden Throat. Yili Licorice Liangyan once achieved very good results through precise positioning and effective advertising, which made people shine.
But in the end, it failed to surpass the performance of Golden Throat. In a sense, it was a bit like a passing flash in the pan. The reason is that the throat discomfort caused by smoking does not seem to be urgent. Consumers were once more willing to buy it, largely because of the It is guided by attractive advertisements. In other words, the demand is unstable and dependent on advertisements. The follow-up product of Yili Licorice Liangyan and the brother of Jiangzhongcao Coral Lozenges - Jiangzhong Liangshou has achieved good results in some places, but judging from the current situation, there is no trend to surpass Golden Throat.
But if you think about it carefully, Golden Throat did not make any big plans after it was launched. However, after further understanding, we found that there are certain factors for the success of Golden Throat: choosing a good market, a product with good effect, and a product that is easier to be adopted. Acceptable dosage forms, an elegant and popular name, an appropriate price, etc., it can be seen that Golden Throat has done a pretty good job in the "homework" in the early stage of the product launch. These are often more useful than many fancy tricks after the product is launched. This point, like white plus black, should be worthy of reference and learning by many manufacturers. The author personally is accustomed to calling the marketing method that starts marketing planning from the beginning of product design full marketing, otherwise it is called semi-marketing. The author believes that Rongchang Antai, like Baijiahei, starts from consumer needs and integrates marketing planning throughout the entire marketing process. It is bound to succeed and is a model of total marketing.
Before the launch of Antai, there were already products on the market such as Zhichuang Ning Suppository, Mayinglong Hemorrhoid Cream, Huazhi Pills, Huaijiao Pills and other products directly administered to the anus. However, after consumer research, Rongchang Pharmaceutical found that: suppositories After taking the medicine, it is easy to feel the urge to defecate and be excreted. After taking the ointment and suppository, the medicine is often excreted with the stool, causing the medicine to be short-lasting, the patient cannot receive continuous treatment, and it also leads to the waste of medicine. At the same time, it is inconvenient to take suppositories and ointments. They can only be taken at home at night. If the pain is too bad during the day, they can only endure it. Some patients cannot sit down to work and can only stand. Patients especially hope to have a medicine that can be used whenever they feel pain and can be treated as needed.
In order to meet the treatment needs of patients, Rongchang Pharmaceutical developed Antai and was launched in 1994. Based on the principle of umbilical therapy in traditional Chinese medicine, it adopts transdermal suction technology and is applied to the navel to treat hemorrhoids. It avoids the disadvantages of direct administration of suppositories and ointments to the anus - they are easily excreted and cause drug waste. Apply one piece a day for continuous and effective treatment 24 hours a day. It is convenient to take - you can take it anytime and anywhere. When hemorrhoids attack, just stick the pill on your belly button. There is no need to endure the pain and take medication at home.
This convenient and easy-to-use new dosage form became Rongchang Antai’s biggest selling point and a highlight in the market that year. A simple six words: "Put it on the belly button to cure hemorrhoids", coupled with humorous TV commercials, the first domestic series of comic commercials with witty limericks, and stickers on bathroom stickers all over the country, almost brought a new era to the era. The revolutionary and disruptive changes brought about by the hemorrhoids market quickly won the favor of consumers and achieved good results with sales of hundreds of millions within one year of its launch.
In recent years, Rongchang Antai's advertising creativity and advertising intensity have not been as good as they were at the beginning, and its market share has also declined. We hope that Rongchang Antai can inherit the tradition and achieve greater success. "It's hard to tell, but it can be washed away", this is probably one of the earliest popular advertising slogans in China. It is the advertising slogan of Jieryin, the leader in female lotion products. With the launch of Jieeryin, this advertising slogan seemed to cast a spell. As its products became popular across China, it became a household name, achieving Jieeryin's dominance in the lotion market that remains unshakable to this day.
Of course, the success of Jieryin does not rely solely on this slogan. When Jieryin was launched in 1989, there were already metronidazole tablets, nystatin suppositories, and chlorhexidine on the market. Shuan, Fuyanping capsules, and even sodium bicarbonate, potassium permanganate solution (commonly known as PP powder) and other products, but there are no leading brands and products. After careful development, Jieeryin has a reasonable formula and outstanding effects, and has set the above competition. The product has multiple functions (can be effective against mold, trichomoniasis, and bacterial vaginosis at the same time), and it conforms to the hygienic habits of women with water. In addition, the spindle-shaped and oblate-shaped packaging looks more like daily chemical products. The price is around 8-10 yuan, which is easily accepted by the public.
With such a product that was definitely at the leading level at the time, coupled with this vivid, vivid and appropriate advertising slogan that speaks to the hearts of countless people and has not been surpassed so far, the product has been promoted with great momentum. The brand instantly spread across the country. In addition, Enwei Company also organized the "Enwei Cup Women's Health Knowledge Competition" with the National Women's Federation and hired gynecological experts as consultants to pave the way for it to enter the hospital prescription market. The company introduced CI systems early and was ahead of the competition at that time. Taste a large portion. At that time, the marketing concept had just emerged in China. This series of marketing initiatives fully demonstrated the foresight of the company's decision-makers. It also made Jieryin's marketing overwhelming and very popular among consumers. In places where there are many female workers in textile factories and some In ethnic minority areas, it has even been distributed as labor insurance and welfare products, and it has indeed achieved unprecedented success.
With the solid foundation laid at that time, Jieyin has been the well-deserved leader in this market for more than ten years, with annual sales reaching 1.8 to 9 billion yuan at its peak. On the contrary, in recent years, marketing strategies and methods (updated products, improved packaging, better advertising creativity, etc.) have stagnated. In the primary market, it has been encroached by some regional brands, and its market share has shrunk. trend. However, in the vast national market, "Jieeryin" still occupies an absolutely dominant position. Industry insiders estimate that its annual sales are basically stable at the level of 700 to 800 million. Such performance is still difficult for other brands to match. Guanghua Xiaobupleurum Granules is the flagship product of Baiyunshan Guanghua Pharmaceutical Co., Ltd. Since Xiaobupleurum Granules have been used in clinical applications for two thousand years and have many efficacies, the description in "Treatise on Febrile Diseases" is too technical, making positioning quite difficult. The product has always been tepid. In 2009, Guanghua Xiaobupleurum invited several of the most famous advertising planning agencies in China that specialize in pharmaceuticals, including Shenglang Communication. With the participation of Shenglang Communication Advertising Company, Xiaobubupleurum’s positioning became clear. From several advertising agencies stand out in the company. New positioning of Guanghua Bupleurum: Guanghua Bupleurum, a cold medicine that does not harm the liver and stomach!
Thinking about the new positioning strategy, using the strategy of "leveraging strengths and avoiding weaknesses".
The shortcomings of Guanghua Xiao Bupleurum are: cold medicine is a commonly used medicine, and the symptoms of colds are very clear to ordinary people. There is no need to differentiate the market based on efficacy. The key is that the product efficacy is not strong enough compared to Western medicine. . Its advantage is that the biggest selling point of Xiao Bupleurum is not how powerful it is as a cold medicine, but its "warming" nature, especially its added value of soothing the liver and stomach. It is also a strong selling point unmatched by all cold medicines. In the future, Guanghua Bupleurum will surely become a green cold medicine suitable for all ages and a common stock in every household.
In order to quickly seize the positioning and win the market, the popular Hong Kong actor Charmaine Sheh is specially invited to be the product spokesperson.
The precise positioning immediately made Guanghua Bupleurum stand out among the many cold medicines. After the advertisement was launched, the sales volume of Guanghua Xiao Bupleurum increased by 70% in a short period of time, making it the most successful and most popular among GPHL. A brand that makes money. Huiren Shenbao is different from products such as Baijiahei, Rongchang Antai, and Jieeryin. When it was first launched, it had no obvious advantages or features in terms of products. However, it was able to achieve sales of more than one billion at its peak period and successfully develop it into a long-term product, which also enabled Huiren Group to grow from an unknown small business to a nationally renowned enterprise and the largest private enterprise in Jiangxi Province. It should be mainly attributed to its efforts in marketing operations, generally speaking, it is ground-based human sea tactics and high-altitude advertising.
Huiren Shenbao has established marketing branches in all provinces across the country except Tibet, covering more than 2,000 county (city, district) markets across the country, and dispatched more than 3,000 marketing personnel at all levels to wherever they go. Delivering a large number of promotional tabloids and leaflets, posting a large number of promotional posters, hanging a large number of banners, and plastering Huiren Shenbao's various advertisements all over streets, alleys, residential areas, telephone poles, and large walls in rural areas. The meticulous work makes People feel that Huiren Shenbao is everywhere.
In addition to various ground advertisements, Huiren Shenbao also has a full bloom of high-altitude advertisements on satellite TV stations and city TV stations wherever it goes. The advertising is not only large in quantity, but also good in quality. That version of the advertisement made everyone smile: a woman leaned next to a man, shrugged her shoulders, and said, "Huiren Shenbao, if it's good for him, it's good for me."
" Strongly and skillfully completes the "sexual" appeal of Huiren Shenbao. You must know that this is the most urgent need of consumers of kidney tonifying, because in the public mind, kidney tonifying naturally has the meaning of aphrodisiac. Huiren Shenbao It did not deliberately avoid it, but cleverly expressed the needs of consumers. The slogan "It's good for him, it's good for me" has been spread all over the country and has moved the hearts of many men and women in the past ten years! Huiren Shenbao still has a great influence on the market, unlike many products of the same period, which quickly disappeared after the outbreak. Huiren Shenbao is also actively responding to new changes in the market, but as relevant departments have The supervision of various marketing methods is becoming more and more strict. Many of the methods that Huiren relied on for success are no longer feasible. Even the classic advertising slogan was changed to "Good kidneys, good life" for a while, although there are still It's a bit interesting, but it's much weaker after all. Recently, it seems to have changed back to the sentence "He's good, I'm good too", but the storyline has changed, and that flavor has become much weaker in Huiren today. The local market share is already quite small. It seems that if Huiren wants to improve, the concept of detoxification and beauty is definitely a big idea. The reason why it is a big idea is:
The success of this creative idea lies in the detoxification and beauty capsules. It not only successfully launched a product, but also made itself the leader in the country (ranked first in the country's drug sales and sales more than once). It has lasted for a long time and is its follow-up product. No matter how hard it is, it has never been able to shake its status as the originator of detoxification. Moreover, the detoxification and beauty capsules have also successfully created a "detoxification" industry.
The biggest innovation lies in the transformation from "supplementation" to "detoxification". Reverse thinking. Before "detoxification", almost all health care products (detoxification beauty capsules were originally health care drugs, and later converted to OTC) emphasized "replenishment", although some products also mentioned similar concepts, such as Onli No. 1 "removes waste from the body", but from the literal meaning, it is not difficult to see that there is a clear difference between the two concepts in terms of acceptance and stimulation. No. 1 is also a very successful product, but the vast majority of sales come from the Shanghai headquarters. Speaking of which, I am not confident enough, and naturally it is not very convincing;
This idea lies in its "poison" The ingenious concept and threatening word bring strong stimulation to consumers and arouse the urgency of consumption. The theoretical basis of traditional Chinese medicine will not cause too many obstacles for consumers to accept;
This creative idea lies in the combination of "detoxification" and "beautification". At first glance, there is not much connection, but after a little thought, it makes sense. This should be the most direct and simple understanding for ordinary consumers, and can be accepted and convinced by consumers.